Miami’s South Beach is cluttered with trendy bars and restaurants, filled with equally trendy people desperately trying to maintain an air of “look how cool I am.” Menus are packed with a fusion of the expected and totally unexpected taste combinations paired with whatever new, bespoke alcoholic concoction is hot at the moment.
At the southern end of South Beach, however, stands an icon, one of the most famous restaurants on planet Earth: Joe’s Stone Crab.
Joe’s Stone Crab has been a bucket-list dining experience for more than 100 years. Heads of state, celebrities, and powerbrokers from all over the world continue to flock to Joe’s. Why?
• Undeniably great taste.
• Timeless consistency.
• Old-school service that makes you feel like your home.
What happened when The M Network applied these exact same attributes to Joe’s recent marketing campaign?
A shiny gold statue to go along with one of the world’s most prestigious marketing awards.
The M Network is proud to share that our “112th Season” campaign for Joe’s Stone Crab earned a coveted 2024 Gold Telly Award.
For the entire campaign, a simple, singular, unmistakable image was used. TV and streaming added a rich soundtrack of jazzy throwback music, the familiar call of the maître d’s and the real sounds of diners gathered around a table.
While this level of simplicity and minimalism may defy modern advertising trends, it also reflected perfectly the essence of Joe’s iconic brand.
Some things stand on their own.
Of course, we’re honored by the recognition. The real reward, however, was seeing how a strong visual and simple messaging, both stripped down to reflect the bare essence of the brand, moved people to action, connected with customers, and built strong foot traffic to our client.
More fulfilling even still — This award marks our 20th year partnering with Joe’s. They are a 112 year old institution, a true pillar among the world’s best restaurants, and one of the most powerful brands around, and — most important of all — they are our friends.
You can check out the clean, simple creative below:
Believe it or not, the campaign was anchored by a full page ad in the Miami Herald. This proved to be the perfect medium to grab the attention of Joe’s older, more educated, more affluent audience. The first day this ad appeared, the restaurant was flooded with phone calls and emails from loyal customers wishing Joe’s well on their upcoming season.
There were also no shortage of regulars calling to make sure they were “on the list” for fresh stone crabs on opening night.
The print campaign was echoed online in programatic ads as well as through paid social media placement.
We also layered streaming video, CTV, Cable, and broadcast TV into the mix to ensure that all of our target audiences – local, national, and international, were touched by one or more of our tactics
